As an international PR consultancy, the KLEBER GROUP supports tourism providers worldwide in presenting their brands to the German-speaking travel market. Despite the diverse range of products and offerings from various destinations, we identify common criteria for the “desired target group”—the ideal tourist. These travellers not only return to destinations but also tend to stay longer, thereby generating higher revenues. Additionally, it is essential that members of this target group cultivate a genuine interest in the local culture and people of the places they visit. They should be conscious of their environmental impact and feel compelled to explore lesser-known destinations off the beaten path.
These characteristics are particularly pronounced in the Swiss travel market. Consequently, we see an increased demand from our clients to be present in this small market. Despite rising travel costs and growing sensitivity to environmental issues, the Swiss population demonstrates a high willingness to travel and considerable purchasing power. Data from this year’s Comparis survey, the Allianz Partners study, and other sources provide interesting insights into the travel behaviour of the Swiss and show how tourism providers can benefit from this market.
1. Travelling at Any Cost: Swiss Willingness to Venture out Despite Rising Costs
The ambition to travel is very high across all demographic groups. This significant travel inclination underscores the importance of mobility and leisure in the Swiss society. Although travelling has become considerably more expensive since the pandemic, most Swiss do not wish to forego holiday trips. The high wage levels in Switzerland enable many to travel several times a year. Despite increased prices, travel costs remain low in relation to income. When surveyed, 50% of Swiss respondents indicated they planned to spend over 1,000 Swiss francs on their longest trip in 2024 (Comparis, 2024). Particularly high-income households invested generously in their holidays, with 21 percent even spending over 3,000 Swiss francs per person (Allianz Partners, 2024). This financial strength makes Swiss tourists especially attractive for destinations offering luxurious and tailored travel experiences.
2. The Swiss Yearning for Distant Shores
Swiss residents often spend their holidays abroad compared to neighbouring countries, partly due to the relatively small size of the country. The strong Swiss franc also makes international travel particularly appealing. Many Swiss individuals seek to compensate for the lack of saltwater at home: 65% opt for seaside holidays, while 31% prefer city trips and 28% countryside stays. These preferences lead them to leave the country, especially for longer holiday trips.
3. Composition of the Swiss Population and its Potential for Travel Providers
The composition of the Swiss population plays a crucial role in the travel market. Switzerland is among the European countries experiencing population growth. While many European nations face stagnating or declining populations, Switzerland records a steady population growth of approximately 0.7% per year (Federal Statistical Office, 2024). According to the Sinus Model, a social science tool for classifying societies into different milieus based on shared values and lifestyles, the following groups are of particular interest to travel providers in Swiss society:
- Adaptive Pragmatists (11% of the population): This segment is consumption-oriented but price-conscious and places a strong emphasis on value for money. Travel offers that strike a good balance between quality and cost particularly appeal to this group. They are not seeking luxurious, expensive trips but prefer well-thought-out and practical solutions, such as package holidays or last-minute deals.
- Post-Materialists (11%): Individuals in this discerning target group value sustainable, authentic, and high-quality travel experiences and are willing to spend more for them, while also seeking cultural and personal enrichment.
- Hedonists (10%): Hedonists are in search of fun and new adventures and are open to extraordinary travel experiences.
- Performers (10%): Achievement-oriented, performers strive for exclusive, high-quality travel experiences. As they are willing to invest in unique experiences, providers offering innovative, luxurious, and distinctive services can benefit greatly from this target group.
- Cosmopolitan Individualists (7%): This is an attractive target group for travel providers offering tailored, individual, and culturally enriching journeys. Their openness to new experiences and willingness to invest in high-quality, sustainable, and authentic travel makes them a lucrative audience.
These five Sinus milieus together represent 59% of the Swiss population and provide travel providers with opportunities to develop tailored offers that meet the specific needs and desires of these target groups.
4. Switzerland as an International Transport Hub: Direct Connections and Optimal Links
Despite its small size, Switzerland offers an impressive array of international connections. Zurich, Geneva, and Basel airports provide numerous direct flights to destinations worldwide, while high-speed trains like the TGV and ICE ensure excellent links to the European rail network. Compared to similarly sized countries, Switzerland has a higher density of connections, making it an ideal starting point for travel within Europe and beyond. Its central location further enhances its importance in international travel.
5. Swiss High Travel Frequency and Extended Stays
Another characteristic of the Swiss travel market is the high frequency of travel. According to the Comparis survey, 51% of respondents planned to take at least three private holidays in 2024. Furthermore, Swiss travellers tend to stay longer on holiday. According to the HelloSafe summer holiday study, the average European planned a two-week holiday for 2024, while Swiss holidaymakers were expected to be away for an average of 2.3 weeks. This high travel frequency, combined with longer stays and a pronounced willingness to spend, presents a significant opportunity for distant destinations to attract visitors from Switzerland.
6. Swiss Awareness of Overtourism, Exclusivity, and Sustainability
The issue of overtourism is well known among the Swiss population. According to the Allianz Partners study, 45% of respondents are willing to pay higher travel costs to avoid overcrowded tourist spots. Moreover, more than a third of respondents have already opted against a destination to ensure a more exclusive experience. This trend towards avoiding mass tourism and the desire for unique experiences make the Swiss market particularly attractive for destinations that develop sustainable and high-quality travel offerings.
Additionally, Swiss travellers place great importance on sustainability in their holiday planning, as shown by a representative survey commissioned by Kuoni, a renowned Swiss tour operator, in 2023. 92% of respondents emphasise the importance of respecting local wildlife and plant life. Furthermore, 83% wish to actively contribute to waste reduction and resource conservation in their travel destination. 82% prefer direct flights over connections to reduce CO₂ emissions. Other key aspects of sustainable travel for the Swiss include supporting local gastronomy (77%) and using public transport at the holiday destination (71%). 64% have a sustainable intention to travel less frequently but for longer periods. This focus on sustainable travel practices not only promotes eco-friendly habits but also fosters a deeper connection to the places visited and their cultures.
7. Changing Travel Preferences of the Swiss: Spring, Autumn, and Northern Destinations
A shift in the travel habits of the Swiss is becoming apparent: 54% of respondents could envision visiting traditional summer destinations more in spring or autumn in the future (Allianz Partner, 2024). Additionally, 31% indicated they would like to travel more to northern destinations. These trends open up new regions, which are not typical summer destinations, to attract more Swiss tourists. It is also important to note that around 20% of the Swiss population is of retirement age. This age group prefers to travel in autumn, with 41% of those over 56 years-old stating that they travel during this season (Comparis, 2024). This further enhances the potential for European destinations looking to spread tourism throughout the shoulder seasons and develop offers for spring and autumn.
8. Workation as a Growing Trend in the Swiss Market
An exciting segment of the Swiss travel market is the trend towards “workations,” which is gaining particular importance among younger travellers. 38% of those under 45 indicate they are interested in a workation—a combination of work and holiday (Allianz Partner, 2024). This demand provides destinations that combine modern work infrastructures with leisure opportunities a unique chance to engage a new audience.
Conclusion: The Swiss traveller presents global opportunities
The Swiss travel market is an exceptionally attractive segment for international destinations. The combination of high purchasing power, pronounced travel desire, and an increasing awareness of overtourism, along with excellent transport connections, creates diverse opportunities for providers.
Destinations that offer exclusive, tailored experiences and workation options, particularly those with attractive spring and autumn packages, can benefit in the long run from the demands of Swiss tourists. Their willingness to pay more for unique experiences, combined with an interest in less crowded travel options, creates opportunities for destinations worldwide that prioritise quality, sustainability, and bespoke offerings.
KLEBER GROUP provides tourism companies with a valuable platform for presence in the Swiss market. With an office in Zurich, our partners benefit from in-depth market knowledge and a comprehensive network that enables access to key decision-makers and media.
We assist our partners in developing tailored PR strategies that cater to the specific needs of the Swiss market. This way, tourism providers can meet the high expectations of Swiss travellers and compete successfully. Let us work together to make your brand visible in the heart of Europe and attract Swiss visitors.
Here’s your list of sources translated into British English:
Sources
- Comparis. (2024). Survey on the Travel Behaviour of Swiss Residents.
- Allianz Partner. (2024). Study on the Travel Willingness and Spending of the Swiss Population.
- Federal Statistical Office. (2024). Demographic Data on the Swiss Population.
- Sinus Institute. (2024). Analysis of the Sinus Milieus in Switzerland.
- HelloSafe. (n.d.). Summer Holiday Study (2024).
- Dertour Suisse. (n.d.). Kuoni Survey: Sustainability Topics of Particular Importance to Swiss Travellers. (2023)
